It’s the most wonderful – and busiest – time of the year for shopping, but our habits are changing. Our reliance on mobiles is making this season’s shopping experience even more convenient. This Christmas, it appears that we can’t shop without our mobile and it certainly is ringing the changes for the way we buy our Christmas presents.
- For the first time this Christmas, mobile shopping is expected to be the most popular method of online purchasing. Over half (55%) of online traffic will come from mobiles, compared with 41% last year.
- We’re window shopping less. These days, shoppers prepare before they shop as never before. More than three quarters (80%) of global shoppers research products online before purchasing them. While websites are the preferred research tool for all ages, nearly half (48%) of all younger shoppers (aged 18-34) use social media and mobile apps for research – for price comparisons or peer reviews.
- Most of us don’t ‘hit the high street’ for Christmas shopping anymore. 77% of consumers actively avoid the shops during the holiday season (from Black Friday to December 27th). This is mainly due to crowds, traffic and the convenience of online shopping.
- There’s a big difference between millennial and baby boomer’s attitudes towards shopping. For example:
a) more than one in four (27%) of milliennials has purchased an item from their mobile while in a shop – either from that same retailer or another one… this is true for just 1% of boomers
b)47% of millennials say they would like retailers to know who they are right when they walk in a shop’s door via location-based tech
- We want sales assistants to know us. Half of all high-street shoppers still want help from a sales associate in-store but 40% want them to know about the online research they’ve done before coming into the store.
What does all this mean for retailers?
Comment from retail industry expert Gavin Mee, Senior Area Vice President, UKI at Salesforce, “These days, people live and shop on their phones. Retailers must offer a joined up experience so that what customers see on their apps can be experienced in-store too. Shoppers today expect retailers to know their preferences and shopping habits by the time they enter the store and a new era of mobile technology is making this possible.”
All figures are taken from Salesforce’s 2016 Connected Shoppers Report and Salesforce’s Q3 2016 and 2015 Shopping Index – see below for more information on these research reports and the methodology used
 Demandware Shopping Index 2015 Q3: http://www.demandware.com/uploads/resources/RR_ShoppingIndex2015Q3_ENG.pdf